RORO ANGGRAENI, NILA (2022) PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH PURCHASE INTENTION (Studi Pengguna Aplikasi Online Marketplace Shopee pada Mahasiswa Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Jumlah sampel yang digunakan dalam penelitian ini adalah 90 orang dengan teknik pengambilan sampel menggunakan metode accidental sampling dengan kriteria responden mahasiswa/i Universitas Sultan Ageng Tirtayasa sebagai konsumen Shopee. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan structural equation model (SEM) dengan program SmartPLS 3.0 versi pelajar. Hasil penelitian menunjukkan bahwa: (1) online customer review berpengaruh positif dan signifikan terhadap purchase decision, (2) rating berpengaruh positif dan signifikan terhadap purchase decision, (3) online customer review berpengaruh positif dan signifikan terhadap purchase intention, (4) rating berpengaruh positif dan signifikan terhadap purchase intention. (5) purchase intention berpengaruh positif dan signifikan terhadap purchase decision. Dari hasil indirect effect, (6) purchase intention sebagai variabel intervening mampu memediasi pengaruh online customer review terhadap purchase decision secara positif dan signifikan, (7) purchase intention sebagai variabel intervening juga mampu memediasi pengaruh rating terhadap purchase decision secara positif dan signifikan.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | The number of samples that are used in this research is 90 people by using accidental sampling method with the criteria of respondents is students at the University of Sultan Ageng Tirtayasa as customer Shopee. Method of data collection using the questionnaire. Data analysis using structural equation model (SEM) with SmartPLS 3.0 program student version. The result of this study shows that: (1) online customer review has a positive and significant effect on purchase decision, (2) rating has a positive and significant effect on purchase decision, (3) online customer review has a positive and significant effect on purchase intention, rating review has a positive and significant effect on purchase intention, (5) purchase intention has a positive and significant effect on purchase decision. From the indirect effect, (6) purchase intention as an intervening variable capable of mediating the influence of online customer review on purchase decisions positively and significantly, (7) and purchase intention as an intervening variable also capable of mediating the influence of rating on purchase decisions positively and significantly. Keywords: online customer review, rating, purchase intention, and purchase decision | |||||||||
| Uncontrolled Keywords: | Kata kunci: online customer review, rating, purchase intention, dan purchase decision | |||||||||
| Subjects: | H Social Sciences > HG Finance | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 27 Jul 2022 09:00 | |||||||||
| Last Modified: | 27 Jul 2022 09:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/14809 |
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